Elevate Your Content with High-Converting Guides

There’s that pesky word again… “content.” Now before your eyes glaze over with visions of “Top 5” articles and makeup tutorials, let me remind you that content is simply the valuable information on your website or social media platforms that you share with your prospects.

You likely already have some content built up in your repertoire. Maybe you blog about areas in your geographic farm, share videos on Facebook, or perhaps you’ve created a downloadable checklist for first-time homebuyers. If so, you’re ahead of the curve!

Step 2. Decide on Your Content

Think about your market and your target audience and decide from there what content makes sense. Do you serve several cities? Neighborhoods? Area guides and neighborhood-specific PDFs are going to serve you well in this scenario. The best real estate agents operate as hyper-local experts. You want to be the “go-to” expert in your community, and an in-depth neighborhood guide is a perfect way to highlight this expertise.

Q: Can I outsource someone to write this for me?

A: Yes and no. You can outsource someone to proof/edit your writing and to design the guide/PDF for you, but you should write the content yourself. You’re the expert here… (if you’re not, *uh oh,* you should be!) so you really should be showcasing your knowledge.

Ideas for Guides:

City Guide

Neighborhood Guides

Guide for First-Time Homebuyers

Home Downsizing Guide for Retirees

Step 3. Optimize for SEO & Share

You don’t have to be a computer wiz to do this! SEO (search engine optimization) just means taking some steps to help boost your content in a Google search — increase your chances of getting more traffic.

Here are a few quick steps:

1. Use appropriate keywords (you can check Google Trends for the most popular search terms home buyers are using)

Once you’ve optimized your content, make sure they are displayed on your site and then share across all of your social media channels. Be sure to update the content as necessary with pertinent information. Informative neighborhood and city guides should never be out of date!

PRO TIP: Create a few guides that are “exclusive” to clients who have closed a deal. These could be extremely detailed closing guides, advice for flipping, etc.